Generic Research - Case Study 3

 "Oxygen" - Beach Bunny

The music video for "Oxygen" by Beach Bunny is a good example of cross-platform branding and has a performance area aesthetic that I would like to mimic, in terms of lighting. The artist uses a 'retro-sapce' brand/aesthetic and the use a logo, in both the music video and on social media platforms to promote their music as a piece of cross-platform branding. I want to replicate this is my cross-platform branding and will use the shared use of a logo and aesthetic on both my website and in my video to strengthen the convergent nature of my two products.

The elements of this video that I want to emulate in my video are the:

1. Cross-platform Branding:

The same logo is used across multiple, social media platforms as well as featuring in the video. This creates a consistent brand for the artist and connects the song to a brand.  A similar colour pallet is used in the video and in the Instagram posts, further connected the two as a brand. The use of alien emojis in the twitter post and the silver 'retro-space' logo implies a space theme which is also shown in the video, as we see the artist perform the song in a room supposedly in outer space, connoted by the shot of the room surrounded a black mise en scene filled with stars.                                                                                                                  

 A clear and consistent cross-platform brand is created through   the  use of logos, colour pallet, imagery and overarching theme   created through media language. I will replicate this is my music   video and produce a digitally convergent brand by including my   logo in my music video, having the same colour pallet and using   a shared theme throughout both products.

     

 I will also set up social media accounts for my fictional artist to ensure   a further digital convergent nature for my brand is achieved. I will then   place links for these social media platforms on my website and include   links for my music video on the social media accounts, like Beach     Bunny did to emphasise a cross-platform brand.

2, Mise en Scene:

This music video is entirely performance based, which is not unusual for indie pop/rock bands. The performance see's the artist performing in her bedroom in space. This bedroom is made clear to be a comfortable place for the artist as we see posters and various household items inside it. I believe by showing us a long shot of the room in space connotes that her room provides "Oxygen" for her. Or in other words, makes her feel comfortable in uncomfortable situations, just like the "you" mentioned in the song. 

The room is very aesthetic, which is what my target audience would want to see in a music video, and we get multiple different angled shots, and shot types of the room. This allows the audience to really see inside the personal space of the star and feel a close connection to them. 

I want to replicate this is my music video and have an aesthetic performance space for my artist, which will possibly representing "Jeans" head/mind by having it be a bed room like in "Oxygen". This appeals to my aspirer audience and links the narrative element to the performance element, together, creating a cohesive music video.

Overall, I want to emulate the cross-platform branding used by Beach Bunny to promote her music, and to use a similar room mise en scene to link my narrative and performance elements.

Generic Research - Looking at OCR Guidelines

Component 3 Non Exam Assessment

Thinking Conceptually:

• The research and planning predatory activities need to be sufficient to ensure a successful and effective final product. The production process should have a maximum of 30 hours, of lesson time, spent on it. 
• Learners must have creative control over the entire process of production of the video and the website.
• For example, in the production of the video, the learner can be assisted by unassessed individual to help operate lighting, sound etc under direction of the learner. All editing of the final product must be done by the learner. 
• For the website, all content (text, images, and audio visual material) must be original, no found or manipulated material may be used.
• Work on the NEA should develop learners understanding of the theoretical framework (Industry, Language, Audience and Representation -  which should also be referenced in the Statement of Intent) and help broaden their knowledge of the form they are studying and the media messages conveyed. 

Thinking Contextually:

• Production of the NEA should ensure a stronlgy linked cohesive pair of artefacts. 
• Look at the following media language aspects and how represenations are constructed and meaning is conveyed through:

1.  Perfromance
2.  Narrative Structures
3.  Camera Work (shot sizes, angles, focus and movement)
4.  Editing Transitions (pace, synching, colour correction)
5.  Mise-en-Scene (locations, costumes, make-up, props, lighting)
6.  Intertextuality
7. Social, Cultural and Historical Contexts

Applying this Information to my Video:

• My understanding of the importance of considering the theoretical framework when producing my set products has been solidifyed. I need to consider how my music video appeals to my target audience, through the use of a glamouous star and a strong performance aspect; how my use of language creates representations and how my video conforms and subverts to the conventions of the music video industry and the genre of my song, mainly by applying Goodwins theory to my video and adhering to the many Pop genre conventions of music videos.
• I know what media language elements I need to focus on and what elements I need to include in both my video and website in order to create a cohesive cross-media branding by including the same images, audio visual content, and media language elements in both my video and website.

Generic Research - Case Study 2

"Light Switch" - Charlie Puth 

The music video for "Light Switch" by Charlie Puth has a specific editing choice that I want to replicate in my music video. and a clear cohesive narrative structure that I will take inspiration from. The video depicts the artist going through a transformation to try and fix his broken heart by getting back with his ex-girlfriend. I want to mimic this narrative of being unhappy to being happy via a transformation with the help of external forces.

The elements of this video that I want to emulate in my video are the:

1. Editing:

A specific editing technique, that is used many times in this video and that I want to replicate in my music video is the quick 'snap' change from one mise on scene to the other on the beat of the music, one of Goodwins points. This fast paced editing technique is also a convention of Pop songs which is what both this song and my song are, so it makes sense for me to replicate it in my video. In "Light Switch" this references the simple turning on and off of a light switch and explains the switch from dimmer lighting to brighter lighting. A light is being turned on in the artists life that is helping him to achieve change. This is supported by the mise en scene 'snapping' from a dingy dark room to a bright exercise hall, implying he will achieve change through the help of exercise and the man who performed the snap.

In my music video, I want to edit this snap effect onto scenes with the trio of artists. Where they will be performing in the location of where "Jean" is and then be instantly 'snapped' to a location that has more aesthetic lighting and presents the artists in a more glamorous way. In my video editing will possibly imply that "Jean" is thinking to herself to cheer up thus the change in location of the artist, who may represent an intrusive thought, on the line "Cheer up sleepy Jean" and provide a pleasing transition, in time with the song, to the performance location that make the artist look glamourous which is what my aspirer audience want to see.

2. Camerawork (Specific Shot Intertextual Reference):

This specific shot that I want to mimic is a mid-low angle medium shot of the artist laying in bed as the sun shines on their face as they wake up in the morning. This shot implies that a new light is being shed on the artists life and that change will come for the charcter.

That is why I will make an intertextual reference to this shot and Charlie Puth in my music video, with the shot containing the actor in this same position with a light switch in the background and a possible picture of Puth in the background to carry the meaning over from this video to my video. As in my video I plan for "Jean" to be grumpy but then change and become happy

3. Mise en Scene (Narrative):

In this video we follow the artist as he tries to win over his ex-girlfriend through a 'glow-up' transformation. We originally see him in a triable state with long, ungroomed hair, being overweight. dirty cloths, and a depressing dark room where he sits watching TV.  We then see him transform over the video into a well groomed, slimmer, cleaner man in a more upkept bright setting. He achieves this change through the help of a motivator who encourages the artist to improve himself. This video is unconventional as it presents the star in an unglamorous way but is also conventional by presenting them in a glamorous light at the end of the video.

I want to replicate this narrative by having "Jean" start of as grumpy and unhappy when waking up in the morning but then through the help of her friends, realise the joy in life and achieve a less grumpy happier version of herself. Which is something my audience will want to see, a happy version of an attractive person that they can be like.

Overall, I want  my video to replicate, the overarching narrative of a transformation, the 'snap' editing style of the characters in the same position but different mise en scene, and make an intertextual reference to a particular shot to carry meaning from this video to my video.

Generic Research - Case Study 1

"MMMBop" - Hanson

The music video for "MMMBop" by Hansen has a similar sunny aesthetic that I would like to recreate in my music video. The video depicts a trio of performers skillfully playing their respective instruments, which is how many performers I will have in my music video, and has a mixture of performance aspects and some what of a narrative, something I also want to employ in my music video.

The elements of this video that I want to emulate in my video are the:

1. Camerawork:

Lots of close-up shots of the artist are used as they perform, putting the focus on the star of the video (the artists) and not only conforming to Goodwin's theory, but also appealing to my aspirational audience as they will want to feel close to the star in order to make a personal connection to the artist. This close feeling will also help my target audience emulate the artist and thus gain status by emulating a celebrity. This song's genre is Pop, like "Daydream Believer" so it makes sense as to why we see the stars close up for a sizable chunk of the video. Having a multiple range of shots and angles that are played quite quickly one after the other, matches the songs fast paced and upbeat nature, adhering to another one of Goodwins theory points.

  Matching the camera work to the song is also more pleasurable for the audience to watch so I will emulate this in my video. The artists are also presented in quite a naturalistic way, jumping and kicking each other for example, putting them in a more relatable light for the audience and conveying their 'down to earth' nature. This with a mixture of more glamourous shots still paints the stars in a glamorous light which is what aspirers would like to see but paints them as relatable which my younger target audience would appreciate. The artists are also shown doing fun activities such as roller skating or driving in a car with friends, this is something I will emulate as my target audience would like to see this in a music video.

2. Mise en Scene (Narrative):

The artists are seen in multiple locations, on the beach, in an unknown nature area, on the moon etc. I intend to replicate this in the narrative element of my video in order to create a variety in my video that makes it more interesting to watch. The lighting is bright and cheerful in a majority of these locations, which is something I     want to emulate as it matches the upbeat nature of my chosen song and connotes a beauty and happiness in everyday life. Adhering to Goodwins point of the tone and atmosphere of the music being reflected in the visuals.

The range of mise en scenes connotes an adventure that the artists are going on, all whilst having fun on this adventure narrative. I intend to have my narrative follow "Jean" or her adventure around her local area, where she meets up with her friends and has fun, just like in "MMMBop". Simple locations such as the beach, which are easy to recreate, and the fun we see taking place within them, connote a simple pleasure to life and relates to the message of my narrative. Finding happiness in life as you go along. Giving "Jean" something to "cheer up" about.

3. Mise en Scene (Performance):

The artists are also seen in a number of performance spaces. One being their living room and another being a flower background. I intend to mimic this and have multiple performance mise en scenes in my music video. One being the mise en scenes where "Jean" is and the other being a cut away location, with coloured lights and so on.

It is important that, like in "MMMBop" there is a strong performance aspect as to appeal to my target audience. 

I also intent to match the 'chill' style of costuming on the artists for my artists in order to make them seem down to earth and match the message of 'finding happiness', but still present this style as stylish and glamourous.

Having multiple performance locations once again creates a variety in the video and makes it more interesting to watch.

Overall, I want to mimic the multiple mise en scene locations, the bright cheerful lighting, the close up shots of the artists, a mix of performance and narrative and the 'chill' costumes shown, alongside a skill shown for playing the instruments.

Generic Research - Cross Platform Brands

 Starbucks (Frappuccino Happy Hour Campaign):

• They released and television advert and updated their website alongside their 10-day campaign.
• There was a use of common imagery across all platforms to link the variety of messaging styles and tactics they used for the campaign.
• They also created their own social media account for Starbucks Frappuccino that was separate from its regular Starbucks account. Both worked to promote the campaign without simply copying the content from the other account.
• The main reason for their success was a consistency across multiple platforms and channels, using consistent visuals, custom content, and unique delivery mechanism to the audience.

Heineken (Departure Roulette Campaign):

• Campaign focused on an interactive video that allowed the audience to get involved with the campaign. This was linked to a web series called "Dropped" which furthered their campaign idea.
• They marketed this video on their website, YouTube channel and social media platforms such as Instagram and Twitter. The brands logo was clearly identifiable alongside the video content.
• However the video focused on visual engagement not the brand of the beer company. This meant the campaign felt more about the audience and less about selling them a product, but the audience still connected to the message the brand was trying to put across.

Land Rover (Bred For Adventure Campaign):

• They created a consistent brand experience for their audience across a multitude of platforms, mainly using masthead adverts on sites such as YouTube. They also used traditional television adverts.
• Campaign also involved influencers as a form of endorsement, who created visual content for Land Rover's website. These influencers visited landmarks on multi-day trips in the cars and the company took photos of these areas and put them on their website and in adverts, which provided a way for the audience to connect with the car and the influencer promoting the product.

Overall cross-platforms brandings success comes from interactive elements, diverse content distribution and most importantly consistency.

Audience Research - Focus Group

Name: Max McCabe

Age: 16

Occupation: Student

Psychometric Group: Aspirer/Explorer

Interests: Art, gaming, animation, shopping, listening to music

Favourite Music Genre: Indie Pop

Name: Evan Brading

Age: 16

Occupation: Student

Psychometric Group: Aspirer

Interests: Music, Chemistry, guitar playing

Favourite Music Genre: 80s Glam Rock

Name: Will Monk

Age: 16

Occupation: Retail Worker, Student

Psychometric Group: Aspirer/Explorer

Interests: Film, music, gaming, tech

Favourite Music Genre: Indie

Name: Kate Wells

Age: 16

Occupation: Barista, Student

Psychometric Group: Aspirer

Interests: Singing, musical theatre, muay thai 

Favourite Music Genre: Indie Pop, Indie Rock

What platform do you listen to music on? 

Max: Spotify/Musicbee 

Evan: Spotify 

Will: Spotify 

Kate: Spotify 

What platform do you watch music videos on? 

Max: YouTube 

Evan: YouTube 

Will: YouTube 

Kate: YouTube 

 

How often do you watch music videos? 

Max: At least bi-weekly 

Evan: Almost never 

Will: Rarely 

Kate: Rarely  

 

Do you prefer narrative or performance music videos? 

Max: Narrative 

Evan: Performance 

Will: Narrative 

Kate: Both 

 

Do you like “Daydream Believer” by The Monkees? 

Max: Yes, because it reminds me of the Beatles who's music I also enjoy very much.

Evan: Yes, as the singer alongside the bouncy background music give the song an easily enjoyable melody. In addition to this, the frequent repetition of a simple, catchy chorus makes it easy to listen to and surprisingly calming.

Will: Yes, because it is upbeat and has a happy vibe to it.

Kate: Yes, as it has a cute melody and is very uplifting.

 

What would you like to see in your ideal music video? 

Max: A music video that follows a story and sticks to an aesthetic. Incorporation of other forms of media is nice to see, whether that is through intertextuality or using different video cameras/devices. 

Evan: A certain level of skill is always nice when displayed in music videos, such as a level of skill displayed in playing the instruments in the song via the performers. 

Will: An interesting visual style that relates to the subject or mood of the song. 

Kate: A performer that I can relate to and that I can see an element of myself in. 

Planning - Annotating Song Lyrics

 

Daydream Believer - The Monkees

Here Comes The Sun - The Beatles

Move Your Feet - Junior Senior

From this exercise I have concluded that the song that has the best music video ideas is "Daydream Believer". As I have ideas for a strong performance and aspect, a clear narrative and a way of appealing the video to the target audience.